Here’s something fresh from Google’s oven: the Google Goggles app for Android phones. Despite my let down when I realized they weren’t real Goggles, this is a mark of things getting interesting. Mobile AR apps are mutating and shifting into various forms and possibilities of the tech are certainly starting to form a big picture in the heads of developers. It’s here to stay allright.

The image recognition tech sounds exciting—image search and recognition in real time! I wouldn’t be surprised to see Google and Apple go heads on in a bloodsport match as they race towards the AR advertising market (incidentally bringing with them a wave of exciting apps and even AR goggle interfaces. Real ones.).

But, it’s best to let the video do the talking (read: I’m lazy). Here’s Google Goggles.